Consumer Behavior Theories Free Case Study
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Consumer behavior theories
In spite of the alcohol-related problems known by the population, binge drinking is still rampant among young individuals. There is inconsistency between people’s beliefs and their behavior. According to reasoned action and planned behavior theory, behavioral outcomes can be accurately predicted by considering other variables in addition to attitudes. According to the theory, Mellani’s cause for high alcohol consumption is a factor of intention to engage in the practice. Intention is influenced by attitude and normative components where attitude is the overall positive/negative evaluation to engage in the activity while subjective norm is the perception of the general social pressure from others to engage in binge drinking. The theory of planned behavior applies to the prediction of risky behaviors such as binge drinking among others as smoking, health-screening attendance and condom use.
Reference groups for binge drinking include peers, colleagues and everyone else who is drinking. Group specific norms such as freshman and fraternity norms influence and individuals behavior and drinking attitude. There was the notion that everyone else is doing it and hence Melanie had to drink to fit in with friends. In addition, access to drinking locations and cheap availability of alcohol is the reason for binge drinking.
Social bond theory explains the influential power peers exhibit with respect to binge drinking. Social bond theory includes four elements: attachment, commitment, involvement and belief. Attachment refers to the degree of affectional and emotional ties with a group. A person that is attached to a binge drinking group is likely to continue binge drinking even with clear conscience of its effects. According to the social bond theory, weakening of the beliefs with respect to binge drinking increases the likelihood that an individual engages in it. Just because everyone is doing it does not mean that it is harmful and this line of reasoning explains why most students engage in binge drinking.
Harley Davidson is one of the premier companies that have established cult branding. Harley Davidson is a motor cycle company formed by William S. Harley and Arthur Davidson. William S. Harley completed a blueprint drawing of an engine made to fit into a bicycle in 1901. By 1904, the first Harley Davidson Dealer C.H. Lang of Chicago opened shop and sold one of the first three productions made by H-D. in 1905, an H-D motorcycle won a 15 mile race in Chicago. At the same time, the first full—time employee was hired in Milwaukee. Then after, the company has grown tremendously to be the Harley Davidson it is today.
Cult branding differs from traditional methodologies because the customer is allowed to create the brands mythology. According to Ragas and Bueno (2002), there are seven golden rules to cult branding. They include:
Customer are part of the group that makes a difference
Cult inventors show daring innovation and determination
Cult brand is about lifestyle
They listen to the choir and create cult brand evangelists
Cult branding is about creation of customer communities
Cult brands are inclusive
Cult brands promote personal freedom and draw power from the competitors
These characteristics of followers accurately depict customers of cult brands such as Harley Davison and serve as guides to creating a successful branding strategy. Harley- Davidson illustrates these seven rules in action in the following ways.
Instead of engaging in traditional advertising, they formed the Harley Owners Group which connected Harleys brand and lifestyle with its most loyal customers. This is an illustration of the first and third points. Within a few years, HOG had started appearing in most parts of the country membership at inexpensive dealer’s promotions and word of mouth. The group gave motor cycle enthusiasts a structured way to meet, share stories and schedule rides with other evangelists. These illustrate point four and five. Harley Davidson required that every H.O. G chapter have a dealership sponsor to foster inclusivity and tighter relations between the company, dealers and customers. Harley takes customer opinions seriously in a desire to appear to its wide customer base. Motorcycles are produced following this feedback and option to customize once bike is available. Apart from racking higher margin sales, custom bikes bring a sensation of exercising a person’s own individuality, raw freedom and empowerment.
David P. French, R. C. Using the Theory of Planned Behaviour to understand binge drinking: the importance of beliefs for developing interventions. Coventry University.
Davison, H. (2015). Harley Davidson Cult Brand Profile. Retrieved 2015, from The Cult branding company: http://www.harley-davidson.com/
H.O.G. (2015). Official Harley Owners Group Website. Retrieved 2015, from The cult branding company: http://www.harley-davidson.com/content/h-d/en_US/home/owners/hog.html
Müller, K. (2011). The Influence of Personality and Cultural Aspects on Binge Drinking and Excessive Gaming.
White, K. L. (2011). Binge-drinking: A test of the role of group norms in the Theory of Planned Behaviour. Queensland University.
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